Nissan today unveiled a unique marketing campaign as part of the company’s run-up to advertising in Super Bowl XLIX, the first time the automaker has advertised during the big game in nearly two decades.

Unlike typical Super Bowl teaser campaigns, Nissan will not tease the actual game day spot prior to airing during the Super Bowl. Without revealing the game day commercial, Nissan’s teaser activity will align with the overarching theme of the campaign, which celebrates the journey that not only dads – but also moms and children – face in trying to make family a priority while striving to balance work. The company will employ the #withdad ahead of the game day activity.

Nissan has enlisted popular YouTube content creators who have established audiences to create special pieces of content that speak to the theme of #withdad. They were tasked with creating short online teaser films using their individual styles and voices to bring the #withdad – and great family adventures – idea to life.

“After nearly a two-decade absence from the Super Bowl as an advertiser, we want to maintain the excitement and anticipation of game day. With so many commercials airing before the big game, I fundamentally believe it takes away much of the magic of showing the commercial on the biggest stage of the year. Prior to the Super Bowl, we do however want to build suspense around our story, while provoking a social conversation around the overarching theme. Our highly creative YouTube content creators help us do just that as we get ready to share our spot with America on Super Bowl Sunday,” said Fred Diaz, senior vice president, Nissan Sales & Marketing and Operations U.S., Nissan North America, Inc.

#withdad is much more than a hashtag, however. It’s a celebration of the many innovative and exciting ways that dads make life better for their families – and how they strive to find a perfect work-life balance.

“It’s amazing to think that YouTube didn’t exist the last time Nissan ran a Super Bowl ad,” said Jim Casali, Head of Industry, Automotive for Google. “It’s great to see them leading the charge this year with a digitally savvy approach, working with these talented YouTube creators and using the YouTube platform to extend both the reach and life of their Super Bowl campaign.”